World Milk Day
Anchor
Overview
To celebrate World Milk Day, we took away its most vital ingredient.
World Milk Day is an annual day established to celebrate the deliciousness of real milk. So, to celebrate this year, Anchor showed the important role milk plays in kitchens around New Zealand, by imagining a world without it.
On 1st June 2024 (World Milk Day) we ran three front page print ads on three separate newspapers. Each ad depicted a common milk moment, replacing the milk with an unappealing alternative. Each ad ran on Anchor’s social channels for the entire day too.
These dystopian, devoid-of-dairy scenes coupled with the simple statement: ‘Thank Goodness for Milk’ reminded Aotearoa of the pivotal role milk plays in the joyful moments of our daily lives.
Channels
Press and Social
